Absolut Rock Edition Vodka (700ml)

Ingrained into the very nature of vodka is a conundrum that has created the need for big vodka brands to constantly reinforce image and promotion: As most vodkas are inherently light on aroma and flavour (differentials which distinguish other spirits like whiskies, gins or rums for example), there is simply little else to sell on other than the origin of the base ingredients and the vodka's 'purity'. This may well be why many drinkers feel that the only real way of differentiating between brands is by alcohol content and price.

First appearing in 1979, Absolut is a case in point. The brand's advertising has become as iconic as Coca-Cola's and continues to re-invent itself.

After the success of the Absolut flavoured vodkas, the 'second skin' approach has become central to Absolut's campaigns since 2005. The limited edition 'Absolut Rainbow' that was launched last year to support gay and lesbian network 'Interpride', brought numerous requests but was almost unprocurable by retailers. A new second skin, 'Absolut Rock', was launched in Berlin on the 10th of August 2009 alongside the annual gathering of the International Bartenders' Association with the slogan "In an Absolut World you're with the Band". Absolut worked with designer Natalia Brilli to design this Rock Edition. The new bottle - wrapped in a package of leather and studs, pays tribute to the “vibrant, bold and irreverent world of rock”. It follows the success of the limited edition “Masquerade” and “Disco” bottles.

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